Emeryville, California (EastBayDaily) — TubeMogul, the fastest-growing media buying platform for video advertising, announced an agreement with Nielsen to provide actionable gross ratings point (GRP) data from Nielsen Online Campaign Ratings. The deal will allow TubeMogul to offer brand marketers and trading desks increased accuracy and accountability in reaching consumers within desired age and gender groups.
Nielsen Online Campaign Ratings provides the first-ever Media Rating Council (MRC) accredited GRP for online advertising campaigns of any size with metrics similar to those used for TV advertising, enabling cross-media planning and analysis. Through this agreement, Nielsen’s online reach and frequency measurement will be available to video advertisers in campaign reporting, letting them compare GRPs for different ages and genders side-by-side with impressions, clicks and survey data measuring impact.
“GRPs change the calculus by letting us allocate budgets purely based on where viewers are and make apples-to-apples comparisons with television,” said Mark Wagman, Product Manager at Accuen Media, a top trading desk. “And unlike television, where ratings can vary day-to-day, advertisers can know exactly what they are getting for a given budget given the optimization available online.”
Despite the fact that over 100 million Americans watch online video every day, online video ad spending has not kept pace with viewing, totaling only 3.3% of television ad spending in 2011 according to eMarketer. Lack of standardization in metrics has been a major factor limiting online spend by some brand marketers. On price alone, for instance, digital media buyers face choices between more traditional models like cost per thousand impressions (CPM), to online-only models like cost per click (CPC), cost per view (CPV) and cost per non-skipped ad — all often with varying meanings depending on who is pitching.
Combined with TubeMogul’s existing tools for brand safety and efficiency, this agreement creates a powerful platform for agencies and their trading desks to maximize brand impact on every campaign. As always, TubeMogul lets advertisers pick the exact sites where their video ads will run, with built-in reporting to optimize in real-time by site and by ad. Marketers can also rely on TubeMogul’s recently-launched BrandSafe suite to protect their ad from running alongside objectionable content, combining manual site-screening with real-time page and video player screening.
“For decades, TV ad buyers have relied on calculating audience share based on Nielsen ratings,” said Brett Wilson, CEO of TubeMogul. “Replicating the same metrics for digital video enables a common language for TV and digital ad buyers to use when planning and measuring their video campaigns.”
“We know from our work with advertiser, agency and media clients, the need for greater accuracy in the measurement of online campaigns is the cornerstone to advancing the role of the Internet in brand advertising,” said Jonathan Carson, CEO, Digital, Nielsen. “We are pleased to work with TubeMogul to help deliver a new level of insight and confidence in online media buying to their clients.”
About TubeMogul TubeMogul is the only video marketing company built for branding. By integrating real-time media buying, ad serving, targeting optimization and brand measurement into its PlayTime platform, TubeMogul simplifies the delivery of video ads and maximizes the impact of every dollar spent by brand marketers. Founded in 2006, TubeMogul is based in Emeryville, CA with offices in New York, London, Chicago and Los Angeles.
About Nielsen Nielsen Holdings is a global information and measurement company with leading market positions in marketing and consumer information, television and other media measurement, online intelligence, mobile measurement, trade shows and related properties. Nielsen has a presence in approximately 100 countries, with headquarters in New York, USA and Diemen, the Netherlands. For more information, visit http://www.nielsen.com.